Planning for the baby boomers' healthcare needs: a case study |
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Authors: | Albert Terri C Johnson Edward Gasperino Daniel Tokatli Pinar |
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Affiliation: | University of Hartford, School of Business, 200 Bloomfield Avenue, West Hartford, CT 06117, USA. |
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Abstract: | Will the impact of baby boomers, as they age, be a bonanza or a bust for the healthcare system? A range of perspectives prevail, from increasing in-patient admissions capacity to accommodate the sheer numbers, to the creation of a variety of healthcare services and delivery channels that address their unique requirements. This case study presents a top 100, regional hospital's approach to this dilemma. The strategic marketing process using segmentation, targeting, and positioning (STP) was employed to guide the administration's planning and decision making. |
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